Australia’s leading entertainment brand, New Idea, has launched New Idea Royals, a mini magazine driven by unprecedented interest in all things royal that completes the brand’s multiplatform approach to royal coverage.
Inserted into the weekly edition of New Idea, the mini magazine joins the New Idea Royals podcast, an online dedicated royal vertical and the rapidly-growing Facebook page, New Idea Royals. The New Idea Royals Facebook page currently boasts almost 46k followers – an increase of more than 50 per cent in only two months. In November, organic content shared by New Idea Royals reached an average audience of almost 700k per day.
The first issue of New Idea Royals, on sale December 10, looks at how Queen Elizabeth and the royal family celebrate Christmas. In-depth reporting by New Idea’s team of royal experts takes readers inside the festive celebrations at Buckingham Palace from the Queen’s gift giving routine to Her Majesty’s preference for festive celebrations.
In addition to New Idea’s long-time royal expert Angela Mollard, host of the New Idea Royals podcast, New Idea Royals calls on the expertise of Phil Dampier who has been writing about the royal family for 30 years. Chef Darren McGrady, personal chef to Queen Elizabeth II, Diana, Princess of Wales and Princes’ William and Harry for 15 years, also contributes to the reporting.
Emma Nolan, Editorial Director of New Idea, said: “Our first issue of New Idea Royals is packed with fascinating anecdotes about Christmas with the Queen.
“The most famous women in the world, who could buy anything she wants, loves receiving cheap ‘joke’ presents from her family. One of her favourites was apparently plastic shower hat emblazoned with the words: ‘Ain’t life a bitch’ from her cheeky grandson, Prince Harry!”
Louisa Hatfield, General Manager of Family and Entertainment at Pacific, said: “It’s been a big year for royal news and an even bigger year for New Idea which has a whopping 5 million touchpoints* across print, social and digital. Our readers can’t get enough of the royals and diehard fans know New Idea is the place to find royal content they can’t get anywhere else.”
* emma CMV Sep 2018, Nielsen DCR Oct 2018, Social Fast Facts Oct 2018